（标题用Times New Roman四号加粗，英文正文用Times New Roman小四，汉字用宋体小四，标题与段落间空一行, 每段首句空四个字母，1.5倍行距）
1. Introduction
Advertisement is a kind of art, which provides the best marketing suggestion in news or magazines. It makes people buy the economical things in lowest price. Because of this special task, advertisement should mobilize every measure to serve for the purpose, and has various manifestations. But, as Vester-gaard and Schrder (1989) said in their article “The Language of Advertisement”: “Among the various type of advertisement, language is the most important thing. And to the language use, the most important thing is creativity and novelty.”(Dan-Hijing,1-993:2)So, it can place a premium on one’s association, encourage one’s emotion, arouse one’s desire of purchase.
2. The Slogans and Their Translations（实义词首字母大写）
In slogans’ translation, it should refer to the advertisement products and some aspects which show the company’s pretty and activity, especially the acculturation. It should intensify the basic language message in maximization and give customers the great impression. For example “Arrive in better shape”, maybe you’ve heard of it in the movie or TV. “Arrive in better shape” is a slogan used for many years in the aerial company. If you work in an advertisement company in the future, please translate this slogan in a direct way. Advertisement customer familiar with marketing, they all understand it is wrong to translate slogans in direct way in Hong Kong. The reason is that the custom and culture are different between China and Western countries. Successful advertisements in Europe and America may not be accepted in Asia. For instance in 1970s: Coca Cola used to be an only company, however other drinks grow up, in order to promote that Coca Cola was the only best one, it creates the slogan “It is the real thing”. At that time, Hong Kong people like Coca Cola, but do not care about whether it is the best or not, it is easy to translate the slogan into Chinese in a direct way. Hong Kong people may not accept it. So Mr. Li Zuoyu who was an advertisement creator translates into“认真好”. Advertisement songs were always sent from America to Hong Kong, “it’s the real thing. Coca Cola’s the best.” As Chinese saying: “认真好，可口可乐最好.” It’s the best translation at that time. Modern advertisement used adjectives and adverbs extensively.
